AS Watson-owned The Perfume Shop has said it is “well positioned” in the recession as it seeks to raise awareness of its value-priced offer.
The Perfume Shop head of marketing Matt Walburn said: “Perfume offers shoppers access to designer brands at affordable prices and we position ourselves as mass market so are continuing to grow, even in the recession.”
Walburn said the retailer will further drive awareness with a marketing campaign later this year. He said: “We are constantly improving our brand awareness and will seek to capitalise on that this Christmas. We expect Christmas to be very price-led and by raising awareness shoppers will know we can provide value.”
Details of the marketing campaign are yet to be firmed up, but Walburn said the aim will be to drive footfall to its 176 UK and Ireland shops, and to its online store.
The Perfume Shop relaunched its website last November and Walburn said sales have almost doubled since last year. “No other perfume specialist is doing online very well and we have a real opportunity to own this space. We will start to promote our website in stores later in the year too,” he said.
The retailer has also begun rolling out elements of its two new store concepts that it opened in Westfield London and Manchester’s Trafford Centre. Walburn said: “The two new store fits are working well for us and we are now seeing which parts can be easily replicated in our existing store portfolio.”
The Perfume Shop’s new releases for this Christmas include Marc Jacobs Lola and Stella Nude. Walburn said: “Shoppers will be looking for value gift sets this Christmas but we also want to make sure we are the first point of call when they are looking for the new fragrances.”